Episode Details

Georgia Tech’s athletic department is crushing it—raking in a record $175 million in revenue last year, up 12% from the prior year—with a bold new strategy treating each of its five revenue streams like a standalone business. They’re benchmarking against top programs like Clemson to close the gap and dominate the ACC, while also locking in a lucrative 10-year Under Armour deal that’s already driving record sales thanks to fan demand for classic white-and-gold gear. And they’re not stopping there: inspired by the Atlanta Braves, they’re upgrading Bobby Dodd Stadium with a beer garden, social zones, and 100+ improvements—all part of a smart, aggressive plan to turn athletics into a high-performance business machine.

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